Daily consumption of folic acid has been proven to reduce birth defects in newborns and to increase awareness among Spanish-speaking Hispanic women of childbearing age, CDC contracted TMN to develop effective, culturally competent outreach materials. TMN assessed the effectiveness of the existing campaign and conducted exploratory focus groups to three audience segments to improve its efficacy. With these results, TMN was able create new materials that with further testing, they were shown to successfully dispel common misperceptions and demonstrated a statistically relevant increase in knowledge and intent to take folic acid with this audience. Materials were also well received by distributors, with relatively minimum requests for revisions.
Materials shown: print ads and brochure. Other materials developed: focus group research reports, radio spots and various other advertisements.